While the concept of benchmarking as a management tool has only been around for the past two decades, it has been widely adopted by businesses looking to get a leg up on competitors. Unfortunately, while benchmark management holds great potential to help enterprises identify and implement best practices, benchmarking itself has been too broadly defined and all too often misunderstood entirely.
What Is Benchmarking?
Benchmarking can generally be defined as the process of identifying and using concrete examples of principles and practices within the industry to set tangible standards and goals for your own company. While this technique typically involves comparison across companies (external benchmarking), the practice can also be applied between distinct departments within a company looking to improve and learn from one another (internal benchmarking).
This procedure can further be categorized into three types:
- Process benchmarking entails analyzing the way top performers accomplish different tasks
- Performance benchmarking focuses on certain performance metrics, such as sales, revenue or even customer service. Performance benchmarking allows businesses to identify areas for improvement and prioritize resources for those areas
- Strategic benchmark management addresses high level planning and winning strategies to that have allowed certain teams to stand out in their organization or industry. Incorporating specific and relevant indicators is equally important
Irrespective of the type of benchmarking an organization undertakes, a well-structured and systematic process is critical for success.